Inventor of the Crunchwrap: A Lesson in Tenacity for Small Business Operators

As a small business operator, it can be challenging to see the potential in your product when faced with skepticism or even outright rejection.

Lois Carson's journey to create the hexagonal tortilla fold (featured in Antonia Hitchens' article "Taco Bell’s Innovation Kitchen, the Front Line in the Stunt-Food Wars" in The New Yorker) provides a relatable and inspiring example of the power of persistence.

Carson's determination to revolutionize the taco industry mirrors the journey of many small business owners who believe in the flavor, texture, or downright uniqueness of their product so much that they persist through overwhelming challenges. By refusing to give up, these entrepreneurs defy the odds and carve a path to success.

Fast Food, Big Ideas, Big sales

Carson clearly was persistent and believed strongly in her idea. But why was it such a big deal, and how is this any different from other stories about overcoming obstacles? Well according to Hitchens, when the crunchwrap eventually launched in 2005, it became Taco Bell’s fast selling product ever, selling 51 million units in the first six weeks alone. Making it a pretty big feat, and a pretty tasty meal option.

So, if you're a saucepreneur, craft brewer, wine maker, one-of-a-kind food creator, or small business operator with a unique product, don't let obstacles deter you. Take inspiration from Carson's hexagonal tortilla fold and let your passion for your product guide you through the tough times.

Support for Food and Beverage Manufacturers

To help your product reach its full potential, don't hesitate to reach out to Archer ATR for support with B2B sales efforts, logistics and distribution, or a marketing consultation. Remember, success often comes after a series of failures and setbacks, but with persistence and the right support, your product could be the next game-changing innovation.

And, I think we can all let the Crunchwrap story be a reminder that even the most groundbreaking ideas sometimes have to overcome adversity to flourish.